When visiting the Marshmallow Factory on Danforth Avenue, don’t expect the puffy white campfire staple. The house specialty is smooth marshmallow cream — it’s a bit like frozen yoghurt, except not frozen — which customers use as a base for craving-satisfying flavour experimentation.

When visiting the Marshmallow Factory on Danforth Avenue, don’t expect the puffy white campfire staple. The house specialty is smooth marshmallow cream — it’s a bit like frozen yoghurt, except not frozen — which customers use as a base for craving-satisfying flavour experimentation.

“Everything is made the way you want it,” owner Norman Schaffer explains while demonstrating the four-step process for his base line of products. Customers choose a shell out of a wide selection, ranging from moulded chocolate to pastries. They pick one of over 20 flavoured creams, from coca-cola to mint to rum, of which Schaffer eagerly provides samples before decisions are made. Toppings, such as fruit or chocolate chips, are chosen from a bar. Powders, sugar, mocha, sour and more, are used for the finishing touch.

The result can be served cold or heated, producing warm creations that taste like peanut butter or lemon tarts.

The business grew out of idle experimentation. A decade ago Schaffer, then working in the clothing industry, microwaved a marshmallow in a cup of coffee on a whim, producing a rich drink that tasted like a vanilla latte. Inspired, he decided to mortgage the building, which he already owned, to renovate the main floor and create his unusual cafe.

Schaffer’s had the Marshmallow Factory sign up for several years, but waited until last year to launch because he wanted to perfect the recipe for his creams. He tried using sugar as a sweetener, but it gave sickly result, so he substituted corn syrup for a subtler taste. Mixed with alum and other flavourings, the creams are made in-house in small batches. Signs around the serving area tout other elements they lack: dairy, fat, gelatin, and gluten, making the treat ideal for food-sensitive patrons.

Schaffer’s enthusiasm is as deep as his number of flavour combinations. He enjoys showing off results when the creams are added to drinks, whether as a hot chocolate topping or mixed with soda. And while he assumed children would be the target market, he finds the shop gets more business from adventurous adults in their 20s to 40s.

Still, selling a unique product has proved challenging

“It seems like I have to set the example,” Schaffer says.

Unlike the already established frozen yogurt franchises to his east on Danforth, he has relied on trial and error to set up the shop. He admits business has been slow — so far, summer has been his busiest season, which he credits to an increase in foot traffic.

He’s tried to up sales volume with deal-of-the-day sites like Groupon and WagJag, but has seen mixed results. He hoped the offers would create return customers and generate word of mouth, but users were only interested in one-time, cheap deals.

“He’s got a unique product going for him,” notes Ravi Dindayal, director of internet services at BDC. “He just needs to get all the online components.”

The business has a website, but Dindayal feels it lacks the passion and enthusiasm Schaffer exudes in person. He suggests Schaffer set up a YouTube channel to demonstrate the many uses of the creams, providing potential customers with a glimpse of the flavour combinations they can create. The videos could then be shared via social media platforms such as Facebook and Twitter.

“It’s a value exchange for customers,” Dindayal says. “This brand will take on this whole new essence—‘Wow, it’s Marshmallow Factory. They’re giving me something for free, I wouldn’t mind going in and trying it.’”

Once more people visit the store, he adds, reviews may start appearing on sites like Chowhound, Foodspotting, and Yelp, further generating buzz.

Schaffer has often been asked if he’s considered franchising the concept, especially from tourists impressed by his products. He likes the idea, but knows he’ll have to generate far more exposure before it becomes a possibility.

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